Effective content marketing isn't born from a "fire and forget" mindset. In this presentation outlines how to develop a data-driven workflow for continuous testing and optimization. VideoBlocks also talks about how they use TrackMaven to continually test topics and tactics to optimize their content marketing results.

1. TrackMaven
Test, Rinse, Repeat: An Iterative
Approach to Increasing Marketing
ROI

2. Jamey Jeff
SSVP, Customer Success and
Operations Maven
jamey@trackmaven.com
571.382.0880
@jameyjeff

3. Matt Siegel
Senior Manager, Content Marketing
@VideoBlocks
‣ 4th fastest-growing media company in the
U.S. by Inc. Magazine
‣ Subscribers get access to $10MM in
royalty-free footage for just $99 a year
‣ Partner sites AudioBlocks and
GraphicStock offer the same for graphics
and audio
‣ Customers range from leading television
and movie studios to prosumers,
students, and hobbyists
VideoBlocks

4. Winning at content marketing is
like winning in the ring.“ “

5. Becoming Data-Driven

6. I am the
greatest.
I said that even before
I knew I was.
MUHAMMAD ALI

7. Commit to the goal of
becoming more data-
driven

9. Adopt an iterative
process that reinforces
continuous improvement
SECOND

10. ?So what does a content
marketer’s training plan look
like?

11. Data-Driven Marketing
BENCHMARK & SET GOALS Where are we, and where do we want to be?
CONTENT PLANNING What topics and tactics will help us achieve our goals?
REVIEW GOAL PROGRESS Where do we need to course correct?
What drives our and our competitors’ performance?CONTENT REVIEW

12. Getting Started
S M T W T F S
12
Benchmark
& Set Goals
Content Review
Content
Planning
Content Review
Review Goal
Progress
Content Review
Content Review
Review Goal
Progress

13. 13

14. Everybody
has a
plan…
until they get punched
in the mouth.
MIKE TYSON

15. ‣Department tasked with Revenue Contribution
‣Oversee digital activities across VideoBlocks.com and sister
sites GraphicStock.com and AudioBlocks.com
‣Goal: Acquire, Engage & Retain Customers
Marketing Department Objectives

16. THE CHALLENGE
Fighting for Share of
Voice Amongst More
Established Competitors

17. THE STRATEGY
An Iterative Approach to a
Smarter Editorial
Calendar

18. Why TrackMaven?
✓Discover Topics &
Tactics That Drive
Marketing Performance
✓Real-Time
Benchmarking &
Reporting

19. Data-Driven Marketing
BENCHMARK & SET GOALS Where is my brand today vs. competitors on key metrics?
CONTENT PLANNING
Which topics are we investing in?
How can I A/B test different topics & tactics?
REVIEW GOAL PROGRESS How is our performance relative to our goals?
Which topics & tactics worked? Which didn’t?CONTENT REVIEW

20. Engagement is an
Indicator of
Future Success

21. HOOKS
Throwing a hook…is like swinging
a bat—the transfer of weight and
force generated can create
devastating damage such as a
knockout.
Jabs + Hooks
Source: breakingmuscle.com
JABS
The most important punch
is the jab. The jab doesn’t
end fights, but it sets up
everything that does.

22. HOOKS
Custom content
In Our World
JABS
Reposts of 3rd party
content

23. First, test with the Jab
We noticed a trend in space
related content. Our top
“jabs” for June and July
featured moons and planets,
as did those of our
competitors.

24. The Jab landed, Invest with the Hook
We responded, of course,
with a planetary footage
“hook” of our own, which
became one of our most
engaging—and best
converting—posts to date.

26. ROPE-A-DOPE
Let your competitors do the work

27. Where are competitors’ investments paying off?
We noticed a lot of popular
watercolor posts among
our industry leaders.

28. Invest where others have achieved success
We responded with some
“watercolor” content
which beat our “back to
school” gallery (inspired
by our own search data) in
engagement and
conversions.

29. THE RESULTS

30. VideoBlocks interactions vs. competitors for 12 mo.
SHARE OF INTERACTIONS HAS GROWN FROM 1% TO OVER 20%
VideoBlocks

31. GraphicStock Facebook interactions for past 12
mo.
OVER 7X GROWTH IN MONTHLY INTERACTIONS

32. Questions?
Matt Siegel
@MattSiegelMedia
Jamey Jeff
@jameyjeff